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Yellow Pages group begins airport campaign in Montreal, Calgary

Montreal-based directory company Yellow Pages Group began an airport campaign this week to promote its online directory, YellowPages.ca. The campaign, created by Cossette Communication-Marketing, broke on April 11 and will continue through the spring. The creative includes a mannequin resembling a sleeping woman lying on an airport bench under an advertising display that reads, “www.5 star hotel within 5 km.ca.” These mannequins have been installed at Pierre Elliott Trudeau International Airport in Montreal and at the Calgary International Airport. Several additional elements are also in use at the Montreal airport. A yellow suitcase is on display in the baggage retrieval area. The suitcase reads, “www.une valise neuve ça presse.ca,” or nearest luggage store. A nearby ad board describes how YellowPages.ca can be used to find a new suitcase. An electronic board above the luggage carousel reads, “www.valise neuve si les votres n’arrivent pas.ca,” or luggage store in case yours didn’t arrive. Approximately 1,500 luggage trolleys have been decorated in the website’s colours along with the copy, “www.cours de conduite pour conduire droit.ca,” or driving course for better steering. In addition, promotional workers will stand in the passenger pick-up area during the initiative holding signs that read “www.poutine la plus proche.ca” (this way to the nearest poutine), “www.conseiller matrimonial après voyage d’affaires.ca” (post-business-trip marriage counselling) or “www.massage tout près pour crampe du voyageur.ca” (massage for flyer’s cramp). “This is an example that clearly illustrates increased interactivity for a tangible and interesting brand experience on YellowPages.ca that boosts consumer commitment in a fun way,” said Patrick Beauduin, vice-president of convergent creative at Cossette.